Luxury lingerie and lifestyle brand Honey Birdette is celebrating the opening of its new boutique at Westfield Garden State Plaza in Paramus.
Located on Level 2 near Nordstrom, the shop marks the 61st store opening for the Plby Group-owned brand and 11th store in the U.S.
Founded 17 years ago in Australia, the brand was sold in 2021 to the private equity-backed owner of the Playboy brand for $333 million as part of a move by the former magazine publisher to expand its portfolio and grow its apparel business.
The new store at Garden State Plaza is open 10 a.m. to 9 p.m. Monday through Thursday and 10 a.m. to 9:30 p.m. on Fridays and Saturdays.
To mark the grand opening, Honey Birdette will host a party Jan. 26 from 6 to 9 p.m. featuring live performers, a DJ, champagne and gift bags for the first 50 guests. Attendees will also have the chance to win a $100 gift voucher.
Honey Birdette joins more than a dozen luxury retailers at Garden State Plaza, including Burberry, Duomo, Louis Vuitton, Gucci, Moose Knuckles, Boss, Breitling, Salvatore Ferragamo and Versace.
Within New Jersey, Honey Birdette also has a shop in The Mall at Short Hills.